New marketing Communications landscape / Marketing communications

New marketing Communications landscape

China currently has the largest media landscape in the world with regard to the number of radio, TV and newspaper users. Besides the traditional media channels, new media users, i.e., internet and mobile phone consumers are constantly increasing. Despite this high growth, it is equally important to take a closer look at consumer loyalty. What does it take for a Chinese media outlet to establish long-lasting customer relationships and survive in the long-term?

One of my favorite lectures so far is Media in China: Four Dimensions in Different periods by Xu Peixi, an Associate Professor at the Communication University China.

In order to understand the relationship between consumers and media, Prof. Peixi highlighted four dimensions in Chinese history:

  1. Anti-Colonialism (1840-1949)
  2. Party Control (1949-1978)
  3. Market Mechanism (1978-2003)
  4. Internet Grassroots Movement (now)

Remarkably, all four dimensions are still able to coexist today. This phenomenon highlights China as a country full of contradictions struggling to achieve a balance between past and present.

Initially, China’s media has been influenced by the thought of the “re-rise” of China post-colonialism. One important step toward this revival was the return of the British colony Hong Kong to China. Moreover, during the Cultural Revolution in China (1966-1976), specific media content was forbidden, particularly media that would hurt the image of workers, and positive communication about China’s enemies. Throughout this second time period, politics highly influenced media. From 1978 to 2003 the development of the Chinese economy was most important. This shift in focus can be illustrated by the change in media coverage; economic news got the most media exposure, i.e., the $18 billion deal between Geely and Volvo was a top news story.


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I majored in Communications...

by valindallas

After graduation, I took an internship at a news station in NYC. From there, I worked in television production for a major sports league for 7 years and now I work in Public Relations. I'm very happy with the choices I've made with my degree. Communications &/or Communication Studies is a really fun major and there are many things you could do with it. Friends of mine who graduated in my same major are working in a variety of careers including; sports marketing, community relations, media sales, radio broadcasting, TV production, public relations and advertising. I also have a friend who went on to law school, another who works at a bank and a third who is now a teacher

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